SAN JUAN, Puerto Rico\u2014Add to the lexicon of industry terminology the concept of \u201cpurchase-driven planning,\u201d fueled by shopper loyalty data and cross-channel advertising campaign measurement. \u201cWe\u2019re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,\u201d says Matt O\u2019Grady, CEO of Nielsen Catalina Solutions.<\/p>\n

In fact, it\u2019s \u201cnirvana in a sense,\u201d O\u2019Grady adds in this interview at the recent Beet Retreat 2018. He was interviewed by TV research veteran Howard Shimmel for Beet.TV<\/p>\n

\u201cIt\u2019s where all marketers are heading. They want to know for every dollar they spent what\u2019s the return on the investment.\u201d<\/p>\n

Not that it\u2019s quick or easy, like perusing overnight television ratings. \u201cSo we\u2019re lucky to be in that business, we\u2019re lucky to have all these assets, but a lot of it is still manual. A lot of it is putting the pieces and parts together.\u201d<\/p>\n

Things are headed beyond just activation targeting and measurement. \u201cIt always has to start with planning. So we call that purchase-driven planning,\u201d O\u2019Grady adds.<\/p>\n

Asked for his view of consumer data mishaps in general and the recent Marriott breach<\/a> of its Starwood guest reservation database, which exposed the personal information of up to 500 million people, he points to Catalina\u2019s<\/a> \u201cflawless track record\u201d on the use and protection of such data.<\/p>\n

\u201cData protection was always on our mind before privacy was branded on our forehead,\u201d he says. \u201cIt\u2019s actually the retailers that have the permission base to use the loyalty card data with the actual shopper. That is extended to Catalina.\u201d<\/p>\n

He doesn\u2019t think the trend is toward an opt-in model, \u201cbut opt out is definitely an opportunity at all those retailers and so we\u2019re going to have to watch that very closely.\u201d<\/p>\n

Because consumers really don\u2019t fully understand how their loyalty data are being used, O\u2019Grady<\/a> believes it\u2019s incumbent on the industry to educate them. The first step is making things clear. \u201cThey\u2019re probably not going to resent it. They resent probably surprises.\u201d<\/p>\n

Step No. 2 is give people a chance to opt out of data-sharing, followed by making sure \u201cyour partners are being really, really clear and disciplined about how they protect the data. Because any of those three things could derail you very quickly.\u201d<\/p>\n

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page.<\/a> The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, Puerto Rico\u2014Add to the lexicon of industry terminology the concept of \u201cpurchase-driven planning,\u201d fueled by shopper loyalty data and cross-channel advertising campaign measurement. \u201cWe\u2019re very lucky to have access to both the Catalina loyalty card data and the Nielsen media and panel data that we can use for attribution,\u201d says Matt O\u2019Grady, CEO […]<\/p>\n","protected":false},"author":17,"featured_media":57817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7653],"tags":[3803,6201,6633,6637,7448,7574,7692,7693],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57805"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57805"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57805\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57817"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57805"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57805"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57805"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}